AT&T brings unlimited data back

Mark Garrison Jan 12, 2016
HTML EMBED:
COPY

AT&T brings unlimited data back

Mark Garrison Jan 12, 2016
HTML EMBED:
COPY

AT&T is doing something it hasn’t in years: offering new unlimited wireless data plans. Starting Tuesday, they’re available for customers who sign up for wireless and DIRECTV, the satellite company AT&T bought for $49 billion in 2015.

Unlimited data plans are much harder to find these days, which is why AT&T thinks its new offer is tasty enough bait to get people’s attention. A key target is the 36 million homes that have AT&T wireless or DIRECTV, but not both. Wall Street loves cross-selling, because when it’s done right, it’s an efficient way to wring more money out of customers.

But despite a big carrier bringing back an unlimited plan for certain new customers, analysts don’t expect the industry to go back to the days when unlimited data plans were widespread. Americans are using more data than ever, and companies want to make them pay accordingly.

Marketplace is on a mission.

We believe Main Street matters as much as Wall Street, economic news is made relevant and real through human stories, and a touch of humor helps enliven topics you might typically find…well, dull.

Through the signature style that only Marketplace can deliver, we’re on a mission to raise the economic intelligence of the country—but we don’t do it alone. We count on listeners and readers like you to keep this public service free and accessible to all. Will you become a partner in our mission today?

Your donation is critical to the future of public service journalism. Support our work today – for as little as $5 – and help us keep making people smarter.